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Enabling a Customer-Centric
Experience through Project Management
Organization: du Telecom and Huawei Technologies Co. Ltd.
Industry: Telecommunications
Lesson Learned: Project management collaboration is an enabler for customer experience.
BACKGROUND
Throughout the United Arab Emirates (UAE), du Telecom provides
mobile and fixed telephony, broadband connectivity and IPTV When asked what contributes
(Internet Protocol Television) services to people, homes, and to their success, Imran Malik,
businesses. Senior Director Enterprise
Project Management,
When it opened for business in 2006, the company boldly entered
Commercial for du Telecom,
what was already a saturated market with 100% penetration.
emphasized that success
Although du Telecom recognized that the telecom industry in the
Arabian Gulf is fast growing and that the company would face ever-
belongs to those companies with
increasing competition, it approached the market as an opportunity mature project management
rather than an obstacle. practices in place.
Within four years, du had acquired almost 40% of the regions mobile
market share and was maintaining an annual growth rate of more than
32% in a saturated market.1
Established in 1987, Huawei is a global leader of ICT solutions and the largest telecommunications equipment
maker in the world.2 Their telecom network equipment, IT products and solutions, and smart devices are used in
170 countries and regions.
In 2013, du signed a Memorandum of Understanding (MoU) with Huawei Technologies Co. Ltd.,3 a Chinese
multinational networking and telecommunications equipment and services company. With this understanding,
du and Huawei are working together to better define the best practices in portfolio and project management
concepts, processes and techniques for their industry, including knowledge transfer and research.4
Du and Huawei are operating what they term a distributed PMO in two countries. This requires that
both understand how a PMO functions in that type of environment. The two companies decided to work
Enabling a Customer-Centric Experience through Project Management March 2015
PMIs in-depth report Capturing the Value of Project Management Through Knowledge Transfer reveals that
while capturing lessons learned is critical, what an organization does with that knowledge once it is captured, is
equally important.5
As part of the MoU, Huawei and du work together to improve project management practices between the two
companies through knowledge sharing, exchange visits, and other forms of collaboration.
Having robust project management capabilities gives decision makers real-time visibility on project health,
trends on investment returns, and the appropriate control to enable decision making that reduces uncertainty
and opens up opportunities.
As part of the process, du and Huawei use the OPM3 model to accomplish management and control.
Organizations turn to OPM3 because it helps them bridge the gap between strategy and individual projects.
It provides a way to advance strategic interests through the application of project management principles
and practices. This generates consistently successful, high-quality projects that achieve their goals in a timely
manner.
KEY ACHIEVEMENTS
As a result of their collaboration, both companies report a reduction in project failure, an appropriate level of
quality, and results that meet requirements and customer expectations. Both were also able to free up staff for other
assignments and increase efficiency both on the project and within the business, making things simpler and easier for
staff.
Du and Huawei instituted a single point of contact responsible for the management of an overall project. This
produces consistent communications among staff and suppliers and also keeps costs, timeframes, and resources
within budget.
Finally, robust project management practices are all about managing customer expectations with a customer-centric
vision. Within the du TelecomHuawei collaboration, project management practices touched upon the DNA of
the telecom business, which is customer experience. Project management became the enabler for that customer
experience.
For the full story, watch the interview with Imran Malik, Senior Director Enterprise Project Management, Commercial
for du Telecom.
REFERENCES
1
Huawei.com. Corporate. du: The next level. Retrieved from http://www.huawei.com/en/about-huawei/publications/
winwin-magazine/hw-093239.htm
2
Top 10 Telecommunication Equipment Companies 2013. Retrieved from http://www.mbaskool.com/fun-corner/top-
brand-lists/7801-top-10-telecommunication-equipment-companies-2013.html
3
Du signs project management agreement with Huawei. April 17, 2013. Telecoms.com. Retrieved from http://www.
telecoms.com/136912/du-signs-project-management-agreement-with-huawei/
4
Du signs research MoU with Huawei. April 17, 2013. Retrieved from http://www.commsmea.com/13215-du-signs-
research-mou-with-huawei/
5
PMIs Pulse of the Profession in-depth report: Capturing the Value of Project Management Through Knowledge
Transfer. Retrieved from http://www.pmi.org/~/media/PDF/learning/capturing-value-knowledge-transfer.ashx
PMI.org
2014 Project Management Institute. All rights reserved. PMI, the PMI logo
and Making project management indispensable for business results are marks
of Project Management Institute, Inc. BRA-113-2015 (03/15)